3 Tips for Writing Better Ecommerce Ad Copy
According to a 2017 article from Forbes, the average person is exposed to 4,000 to 10,000 ads per day, but less than 100 of them register in the brain. With so much clutter, consumers are increasingly tuning out marketing messages. This presents a challenge for businesses, especially Ecommerce businesses; how do you ensure that you are creating an ad that your target consumer will pay attention to?
Part of the solution is writing attractive ad copy. When you’re dealing with paid search, or even social prospecting, you only have a limited amount of characters with which to drive users to your website. It’s valuable space that you cannot afford to waste. It needs to be competitive, engaging, informative, and clear in order to make an impact on your readers and entice them to convert. Strategic copy that optimizes clicks is at the center of every good Ecommerce campaign, but what does good Ecommerce ad copy actually look like?
We own an Ecommerce store, ourselves, and we’ve successfully produced profit for multiple Ecommerce clients. Here are three proven rules that we use to guide our own ad creation that we know will be beneficial to anyone trying to craft compelling language that sells.
1: Include the price in the ad copy
The key to successful relationships, including relationships between brand and consumer, is expectation management. Letting your potential customers know up front what your prices are helps you avoid setting up false expectations that can be costly to both parties. When people see the price of the advertised product listed, they’ll know straight away whether or not that product is within their desired price range.
You need to qualify your user before they click on your ad and waste your money and their time. Putting the price in the ad does two good things for you; it discourages people who wouldn’t spend that much on your product from clicking, and it allows people who would purchase to see how transparent and competitive your prices are.
2: Highlight discounts in the ads
There’s always a sale going on in retail. Make sure you are advertising the heck out of it. People love saving money, and one of the primary motivations behind shopping online is to get better deals. If you want to get people’s attention as they browse products or their newsfeeds, there are few better ways to do it than by offering “20% off all women’s clothing items” or “Order online and get 40% off this Memorial Day weekend”. Highlighting sales is a must when it comes to having copy that makes people want to click.
3: Stay competitive
You should always be aware of what your competition is doing and offering, and aim to be more appealing to users. If your competition is selling a similar product for $19.99, sell it for $18.99; if they are highlighting a certain value of the product, highlight a different value or highlight more than one value. If you notice a trend that other businesses in your industry are following, you’d be smart to do your research and adapt as well (the fact that they are means it’s probably working). Ad copy is the place where you can inform & persuade. As much as you can, optimize your ad copy so that it is more informative and persuasive than other ads that consumers may be seeing right next to yours.
Did you find these tips helpful? Want to learn more about what it takes to make a profit in the Ecommerce world? Empirical360 has extensive experience creating revenue for our clients. Get in touch with us to find out about how we can grow your business!
Shea Duncan - Author
Director of Content Marketing
Shea is an expert content writer and is a classic literary nerd! She loves writing highly engaging content and has a knack for making it convert!